Puma Launches Largest Global Campaign, 'Go Wild'

PUMA has launched its largest global campaign to date, titled 'Go Wild,' marking a significant evolution in its brand identity and a 40% increase in marketing investment compared to 2024. The campaign seeks to redefine the perception of sports by emphasizing self-expression, enjoyment, and social connection, particularly resonating with younger consumers, especially Gen Z. The central theme focuses on the joy of running, showcased in a humorous 60-second spot that features diverse everyday runners set to a reworked version of Afroman's 'Because I Got High.' PUMA's global VP of brand and marketing, Richard Teyssier, highlighted the campaign's aim to connect more deeply with audiences by celebrating the 'runner's high' rather than a performance-driven mindset. The initiative is part of a broader strategy to enhance PUMA's presence in the running market, aligning with their renewed brand DNA and historical ethos. Overall, 'Go Wild' represents PUMA's effort to capture a new generation's aspirations while staying true to its legacy.